TRIBE Team Training brings together the best of personal training and group exercise
by Kathryn Korchok
Sue Richard and Haagon East co-founded TRIBE Team Training (www.tribeteamtraining.com) in New Zealand in 2012. As club owners and former executives with an international fitness organization, the couple recognized that combining sports team coaching with personal training could provide an opportunity for tremendous growth in their own business and for club owners everywhere.
J.P. Richard (Sue Richard’s brother) is the president and director of marketing and sales for TRIBE Team Training (TTT) North America. After seeing the success of TRIBE Team Training in New Zealand, J.P. saw an opportunity for the North American market.
“I recognized that clubs in general were only realizing a fraction of the potential revenue, retention and culture that this type of department could have,” says J.P., a business executive who has studied, advised and consulted with fitness clubs worldwide.
TRIBE Team Training provides unique small group personal training programs to fitness clubs around the world. Unlike traditional group exercise classes, TRIBE consists of small teams with six to 10 participants who work with a coach on a specific schedule during a six-week program. Individuals strive for personal goals in a supportive team environment.
The TTT concept is a standalone department that generates revenue for clubs. Clubs pay monthly licensing fees and receive complete training for their coaches and management, along with programming, marketing materials and strategies for business growth.
“We aim to help clubs bridge the gap between large group exercise and one-on-one training,” says J.P. “We provide value to the three key stakeholders of any fitness facility: members, coaches and the business.”
• Members participate in progressive programs with measured results that give purpose to their training. The workout is similar to one-on-one training but happens in a team environment, which provides motivation and develops strong relationships.
• Coaches receive ongoing education, have career progression pathways, increased earning potential and experience high client retention and overall job satisfaction.
• Clubs are given a turnkey solution (including marketing strategies and management support) that offers consistency and value, generates additional revenue and results in increased member engagement and retention.
The program launched in 2012
Clients are in 14 countries on five continents, including 75 clubs in the U.S. and 12 in Canada. North American headquarters is in Montreal.
J.P. explains that while typical group exercise is entertaining, fun and gets people working out, the downside from a club perspective is that it doesn’t generate extra revenue.
“We developed our system on the basis of personal one-on-one training,” he says. “In a culture where nobody knows if you’re going to show up or not, nobody follows up with you and nobody’s accountable to any sort of program, the chances of success, and therefore the chances of proving value, are much less.”
The company plans to grow by offering more resources to clubs through the TTT platform, developing partnerships with technology companies, offering continuing education and advanced coaching training and certification, and creating leadership retreats.
“Our vision is adding services and resources, making it easier for club owners to demonstrate value,” says Richards. “Members want that group experience and want to work out together, and it’s incumbent on the clubs to create that for their members. We exist because we help them do that, and we want to do more of it.”
Kathryn Korchok is a journalist whose work has appeared in major newspapers and magazines in Canada and the U.S. She specializes in health, fitness, lifestyle and business writing. Contact
her at firstname.lastname@example.org.